Australia and New Zealand are attractive markets for global consumer technology brands, but they are not one market and they are not easy to read from offshore. Around 33 million people are served by a small number of national retail chains, and buyers expect a local plan, not a global deck.

Appointing a distributor is the start of an ANZ strategy, not the strategy itself. The brands that succeed treat ANZ as a market to build, not just a territory to ship to.

TREAT ANZ AS A MARKET, NOT A TERRITORY

Pricing, seasonality and channel realities differ from the US, UK and Asia. The calendar runs on southern-hemisphere rhythms, with end-of-financial-year sales in June and the Black Friday to Christmas peak driving a large share of the year. A global launch plan copied across rarely works.

GET PRICING AND MARGIN RIGHT FROM DAY ONE

Shelf prices in Australia and New Zealand are GST-inclusive (10% and 15%), and the recommended retail price has to leave room for both retailer and distributor margin. Fixing pricing after launch is expensive and damages buyer confidence.

CHOOSE THE RIGHT ROUTE TO MARKET

Some brands benefit from an established distributor’s logistics and retail coverage; others need direct local representation alongside one. Weigh reach, control, cost and speed for your category. Our ANZ market-entry and distribution support is built around that decision.

ARRIVE WITH A PLAN RETAILERS CAN BELIEVE IN

Buyers want clear category fit, a sound margin structure, reliable local stock and support, and a marketing plan that drives sell-through. Getting those fundamentals right before the first meeting changes the conversation. For reMarkable, that approach reached 195 stores in 12 weeks.

PLAN FOR WHAT HAPPENS AFTER LAUNCH

Staff training, in-store execution, local warranty and support, and local compliance and certification all decide whether a launch keeps selling. Growth comes from sell-through, not just sell-in.

Thinking about ANZ? Talk to us about your brand →